Trends in the formation of Russian style in domestic advertising and possibilities for its development

The article discusses the issues of reviving the Russian style in advertising and solutions for advertising media. The author shows that advertising, which has accompanied people for thousands of years, is currently a signifi cant part of mass culture. Advertising, just like art, appeals to the emotional sphere of an individual, infl uencing him through vivid, sensual images. The aesthetic and hedonic functions inherent in advertising and the infl uence of advertising communications on the values and life attitudes of the audience allow us to classify it as a type of artistic activity. Modern advertising is one of the recognized forms of art. The article shows a long way that advertising has come, how many amazing and extraordinary discoveries there have been, and how many original fi ndings are actively used by modern advertising. The huge reach of the advertising audience makes it possible to use advertising as a message that shapes certain values and traditions of the cultural national code. The study of advertising in such a context acts as an active educational tool, as a means of forming national self-awareness.